How to make sure your new website won't be a failure? - Digital Elite Camp 2016
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The document provides guidance on when and how to redesign a website. It advises that redesigns often fail when they are not based on user research and facts, involve just visual changes without improving the user experience, or are part of a traditional redesign cycle. The key steps outlined are: 1) Conduct user research to understand user needs and problems; 2) Develop a strategy and roadmap based on the research; 3) Create prototypes and test designs iteratively with users. Continuous improvement based on data and user feedback is emphasized over periodic large redesigns. User research methods like analytics, surveys, testing are recommended to inform decisions.
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How to make sure your new website won't be a failure? - Digital Elite Camp 2016
- 1. How to make sure your new website won't be a failure? @agconsult
- 2. Some of our clients
- 3. Part 1 Is a redesign always a bad idea?
- 4. No
- 5. Old site New site 8% less revenue Investment: 150 million GBP
- 6. @agconsult
- 7. Redesign without user research = gambling!
- 8. CRO & AB-testing without user research = gambling!
- 9. When a redesign is just a re-design, don't do it! @agconsult
- 10. Traditional redesign cycle is sh*t
- 11. The false hope of the redesign cycle
- 13. Yes, I believe in continuous improvement
- 14. Summary 3 reasons why redesigns fail • Not based on user research and facts • When the redesign is just a re-design • Part of a traditional redesign cycle @agconsult
- 15. Part 2 When do you need a redesign? new website?
- 16. 1. You don't have a website @agconsult
- 17. 2. Your site sucks donkey balls @agconsult
- 18. 88.751 pages Crappy or outdated technologyContent or structure are a disaster 187 navigation items 28 levels of content @agconsult
- 19. Making a shitty website a bit less shitty: that's not our goal, is it? @agconsult
- 20. 3. Your site has hit its local maximum @agconsult
- 21. This is what I really believe Continuous improvement + redesign when needed
- 22. You can't build a strong building on a weak foundation @agconsult
- 23. Part 3 3 cases to illustrate this approach
- 29. Bounce rate halved 35% more conversions
- 30. +1.300% more leads 135% more sales
- 31. Part 4 How can you help your clients to make a website that doesn't #fail?
- 32. Our approach to CRO Analyze data to find problem areas User research to find out why it’s a problem Find a solution & implement/test Measure & refine
- 33. Our approach to IA User research Strategy Structure Mock-ups
- 34. 1. Always start with user research @agconsult
- 35. Not based on gut feelings @agconsult
- 36. Not based on what the HiPPO wants @agconsult
- 38. @agconsult
- 39. Henry Ford never said this. First mention of this 'quote' dates from 2002, one year after an article from Jakob Nielsen. @agconsult
- 40. "First rule of usability? Don't listen to your users!" (Jakob Nielsen) @agconsult
- 41. @agconsult
- 42. Yes, Steve Jobs really said this. And he's right. But the conclusion that Apple doesn't do user research is wrong. Apple doesn't believe in market research. It does a lot of user research. @agconsult
- 43. Pay attention to what users do, not what they say. That's what user research is about. @agconsult
- 44. My favorite user research methods Google Analytics User behaviour User testing Surveys
- 45. Some of my favorite questions • On the website • What is the purpose of your visit to our website today? • What's holding you back from completing your purchase today? • What’s keeping you from buying this (product name) right now? • Do you have any questions that remain unanswered? Yes/ no… • What convinced you the most to decide to ask a quote? • Was there something that nearly stopped you from buying from us? Yes / no … • Existing clients • What would you miss most if your X broke down / if we took away X • What do you like the most about X? • What's the most important thing X helped you to achieve?
- 48. no destination in mind 43% time frame in mind 51% 78% no fixed dates type of vacation (sun, culture,…) 84%
- 50. What convinced you the most to decide to ask a quote? Was there something that made you hesitate? If so, what? 77,1% more requests for quote
- 51. Stop selling the way you want to sell Sell the way people want to buy Karl Gilis - @agconsult
- 52. There are many more tools available.
- 53. But to connect the dots …
- 54. ... you need to use the most important tool you have
- 55. 2. Strategy & Roadmap • What should be on the website? • What shouldn’t be? • Role of the web site as a • Marketing & communication tool • Business tool • How to get there (without big bangs if possible) Strategy Roadmap
- 56. 3. From idea to final prototype Structure Mock-ups Lots of user testing Maybe some AB-testing
- 58. Open card sorting Closed card sorting
- 59. 1. Start with online card sorting
- 62. 2. Test your tree / navigation structure
- 65. 3. Create mock-ups. Make sure you use real copy.
- 68. 4. Do some screenshot testing
- 69. 5. Finally, some user testing to finetune your prototype
- 70. 6. Sometimes we do some AB-testing to see what the results of our ideas would be.
- 71. Part 5 You're almost there
- 72. If you follow this method, this will be the result of your redesign.
- 73. Unless your designer f*cks it up again!
- 74. Get my free ebook now 10 conversion tips that work on every website 15 cases from the real world 6 best practices from leading websites www.agconsult.com/ebook.html www.slideshare.net/agconsult Already more than 6.865 downloads
Editor's Notes
- No, Although we as optimizers tend to hate/laugh with redesigns.
- Up comes the story of Marks & Spencer.
- The main problem was they didn't do user research; the site wasn’t customer centric.
- The problem wasn't the redesign as such, but the lack of research. And then you're gambling
- But that's also the case with cro- and ab-tetsing. When it's not based on research & facts, you're gambling. And disappointment and failure will be yours.
- This will never have an impact. Because it's just decoration. And the main problem with most websites is not the design but the structure & content. Story of the sour milk. Compare to buidling a house: painting your walls will not prevent your house from falling apart / is not a real restauration: you’re covering up the problem, but it will not solve it -
- Traditional redesign cycle probably is shit. Because it's mainly just about refurbishing things. Not giving an answer to real business needs. You don't need something completely new every 3 to 4 years. Most of our IA clients only do a thorough renewal after 10 to 15 years.
- But sometimes websites just suck donkey balls. And a new website is a must.
- But sometimes websites just suck donkey balls. And a new website is a must.
- Making a shitty website just a bit less shitty: that's not our goal, is it?
- And of course: if a website suck donkey balls, there will be quick wins. But you will hit the local maximum sooner rather than later.
- Average life span of a website without major overhaul (our clients : 10 to 15 year, 2 of our main clients are still building upon the website concept we made for them in 2003. Sometimes they change/upate design, they change the technical foundation and they work on content, & structure all the time. continuous improvement
- +4 keer meer inschrijvingen op nieuwsbrieven
- Succesvolle release van PitStop Pro v13 X abonnementen verkocht in de eerste x weken/maanden
- By making the site more about what users want.
- The effect of these changes. The bounce-rate was cut in half. And we got 35% more sales.
- Het effect van die veranderingen? Onze bounce-rate werd gehalveerd.
- Prenthe facts - opinions
- Gut feeling – hippo – design by comittee
- Gut feeling – hippo – design by comittee
- Gut feeling – hippo – design by comittee
- https://hbr.org/2011/08/henry-ford-never-said-the-fast/
- https://hbr.org/2011/08/henry-ford-never-said-the-fast/
- Biggest pitfall:don't listen to your users. Observation more imortant than what they say they would like. Reality & behaviour – no wishful thinking
- https://www.experiencedynamics.com/blog/2014/09/busting-myth-apple-doesnt-do-user-research
- https://www.experiencedynamics.com/blog/2014/09/busting-myth-apple-doesnt-do-user-research
- Users don't know what they want
- GA: most visited, less visited, bounce rates (adjusted), segmentation User behaviour: scroll & click heatmaps, user sessions recordings, in-page analytics (google analutycs for chrome)
- Dit is mijn favoriet!!!
- This is not a mock-up or wireframe. This is bullshit.
- Average life span of a website without major overhaul (our clients : 10 to 15 year, 2 of our main clients are still building upon the website concept we made for them in 2003. Sometimes they change/upate design, they change the technical foundation and they work on content, & structure all the time. continuous improvement